响应低碳经济的酒店绿色营销绩效评价与绿色营销路径

Performance Assessment and Green Marketing Approaches

建立科学的绿色营销绩效评价体系与绿色营销体系,可以促进我国酒店业的可持续发展。根据现代酒店环境发展的要求,响应低碳经济,建立了包括酒店绩效、社会绩效与生态环境绩效在内的酒店绿色营销绩效评价三大指标体系及其评价模型;提出包括完善政府绿色政策、实施绿色管理、构建绿色营销组合以及培育绿色营销理念等系列酒店绿色营销策略。

To set up an efficient performance assessment system for green marketing and a green marketing system will facilitate the sustainable development of China's hotel businesses. To meet the development demand of modern hotels and the environment in responding to low carbon economic growth, the study proposes three indicator systems and respective assessment patterns including hotel performance,community performance and environmental performance. It also puts forward green hotel marketing strategies, namely green policies, green management, green marketing portfolio, and publicity of green marketing philosophy.